Samuel West is a licensed clinical psychologist, and has a PhD in organisational psychology with a focus on innovation. He is Director of the Museum of Failure in Helsingborg, Sweden, and is an American-Icelandic who lives in that country.

Besides his research at Lund University he has, over the last ten years, worked as a consultant helping organisations improve their climate for innovation. He places much importance on the concept of Psychological Safety. Samuel´s thesis was entitled Playing at Work: Organizational Play as a Facilitator of Creativity. The elements of playfulness, such as experimentation and exploration, are key factors for innovation. In his work with the museum, he runs workshops and gives talks about issues related to the mission of the museum. Before his involvement with innovation, he worked as a clinical psychologist (cognitive behavioural therapy) in his own practice.